Will Sunny Leone's face be enough for Chaze Mobile to break the crowded handset market?

Binoy Prabhakar

The Delhi-based handset maker has attracted attention by hiring ex-porn star Sunny Leone as its face. But will that be enough in one of the world’s most crowded markets?

| ET Bureau | Updated: May 6, 2012, 09:39 IST

Keshav Arora, CEO of handset maker Chaze Mobile, says he hasn't watched a single video of Sunny Leone. He says he did visit the Canadian adult movie star's website, but didn't see any. "One has to pay to see the videos." But all the Indian youth are watching her videos, he says, switching to a tone that suggests it is their viewing habits that matter. Arora's interest in the internet behaviour of the Indian youth is closely linked to his company's move to rope in Leone as the face of the brand last week. "Frankly, it [mobiles] is a youth-centric market. She is young and hot. Our product is also that," he says. Leone's contract with Chaze happens to be her first endorsement deal in India. She has shot a television commercial in Bangkok that is due "to be launched in 10 days" . Arora declined to reveal the commercial's plot or how much Leone was paid. Leone, who was born Karenjit Kaur Vohra, said she was "very charged up" shooting for Chaze. "I chose to associate with Brand Chaze because I am really impressed by Chaze's ideology of bringing out mobile technology for the masses...," a statement from the actor said.

'Hot Property'

Arora says Leone, whose credits include The Female Gardner, Alabama Jones and The Busty Crusade, Virginity Hit and Descent into Bondage, according to the Internet Movie Database, is hot property in Bollywood after appearing as a contestant in the fifth season of the television reality show Bigg Boss. The actor has signed two movies — Jism-2 by Mahesh Bhatt and Ragini MMS-2 with Ekta Kapoor — since Bigg Boss, he says.

Arora says distributors have called and appreciated the move to hire Leone, evidence that it is already paying off. "It has created a lot of buzz. We have got the news in newspapers. People are noticing our brand."

The buzz is crucial because the Indian mobile handset market is among the most crowded in the world. A raft of Chinese and local brands such as Karbonn Mobile , Micromax and G'Five are jostling for space against bigger players such as Nokia and Samsung.

Arora, who earlier worked with telecom major Bharti Airtel promoting Motorola phones and MNC phone distributors BrightPoint and Salora, says there is space for another brand. "So many brands are coming and going," he says.

Chaze can draw comfort from the growth of mobile handset sales in India, the world's second-biggest wireless services market. Sales are expected to grow 8.5% annually, according to technology researcher Gartner. Smaller players have gained market share through cheaper offerings. The average cost of a mobile device in India is about 2,000, according to analysts. Chaze has a similar marketing plank. Its phones cost between 1,500 and 3,500, not surprising because they are made in China. "Competitive prices" apart, Arora says there is a one-year warranty and guarantee for the mobiles. Chaze also boasts "quality" features like "dual-SIM , touch and type, longer battery life, spy camera besides games and applications" . For the first year, Chaze is targeting a turnover of 150 crore. The company has built a network of about 300 distributors and 7,000 retail counters in 15 states. Chaze will invest 100 crore to double the network, says Arora , adding that the company's focus is now on Tier-II and Tier-III cities. "In 2-3 months, we will also launch in urban centres on the Android platform," he says.

Unknown Company

Chaze was a relatively unknown company until its association with Leone was announced last week. Indeed, very little is known about the company except that it is based in Delhi. The company's website says Chaze is "from the House of KR Mangalam, who has a successful story of exporting readymade garments since 1994". The group "also serves the society, in and around Delhi and National Capital Region with 7 Nos. of schools & 3 Nos. of institutes in higher education" , according to the website. But a company executive who did not want to be named says Chaze is about to break off all ties with KR Mangalam. Arora was not forthcoming about the company or its owners. All he was willing to reveal was that Chaze is a new company in the business of telecom and IT and its mobiles were launched in December. Chaze will enter consumer electronics — manufacture desktops, laptops and LEDs eventually, he says. In any case, he says: "The brand is important... not who the owners are." Admakers say the company is spot on in hiring Leone. Josy Paul, chairman and national creative director , BBDO, India, says gossip, jokes, rumour and locker room humour are some of the ways conversations are started. "The Chaze Mobile tactic of using Sunny Leone as brand ambassador is an attention-getting device that sparks all the above and creates noise for the brand," he says. Adman Prahlad Kakkar says Chaze's success depends on how it positions itself. "What if they want to position the product as an adult mobile phone that has got a good vibrator motor?" On a serious note, he says every company needs to have a USP to survive. To cite an example , he says Karbonn Mobile has sponsored IPL, which has helped it find a niche customer base." Arora believes Leone will have a similar role to play. She has some experience there, having starred in a movie called Role Play.

more from times of india Business

All Comments ()+^ Back to Top

Characters Remaining: 3000

Continue without login

or

Login from existing account

FacebookGoogleEmail

Share on FacebookShare on Twitter

Refrain from posting comments that are obscene, defamatory or inflammatory, and do not indulge in personal attacks, name calling or inciting hatred against any community. Help us delete comments that do not follow these guidelines by marking them offensive. Let's work together to keep the conversation civil.